More streamlined, more pared-back, and with a more restrained use of its emblematic fox logo — Maison Kitsuné’s recent collections have hinted at a new creative direction. That shift is now confirmed with the official appointment of British designer Abigail Smith as the brand’s new creative director.

The Paris-based brand, founded in 2002 by Gildas Loaëc and Masaya Kuroki, also operates cafés, music production, and hospitality ventures — including a site in Bali — and has recently launched a wellness arm. The company has now tapped an experienced designer to lead its creative future. Abigail Smith has worked in fashion and design for over twenty years, contributing to luxury houses and independent labels, including Calvin Klein, Celine, Chloé, Burberry, Victoria Beckham, and Stella McCartney.

“We are delighted to welcome Abigail Smith as our new creative director. In her role, she will redefine the Maison Kitsuné silhouette. Thanks to her talent and expertise, and in close collaboration with our Parisian atelier, she will envisage a new, modern Parisian wardrobe — opening the next chapter of our house,” the founders said in a statement on 25 September.

Since late 2024, Abigail Smith has been working with the brand, which has Franco–Japanese roots. The Spring–Summer 2026 collection, to be presented in Paris in the coming days, will be her first full collection for the label.

“I’ve always admired Maison Kitsuné for its ability to fuse fashion, music, and culture into a unique art of living,” explained the Sheffield-born English designer. “My vision is to create a contemporary, functional wardrobe that reflects Parisian elegance while honoring the brand’s Paris–Tokyo identity.”

Over the past ten years, the brand — which boasts 35 cafés, 33 own boutiques, 43 franchises, and more than 350 retailers worldwide — has notably tapped the creative talents of Yuni Ahn and, more recently, Marcus Clayton, whose last collection was Spring–Summer 2023.

The brand does not disclose its turnover. However, the company does file its accounts. For the 2024 financial year, which ended in March 2024, Kitsuné France reported a turnover of €94 million and a profit across its activities, although this does not necessarily encompass the brand’s entire business.